It is reported that with the further deepening of consumption upgrades, the "new retail" model of online and offline integration has become the future development trend, and its requirement is precise and scene-based experiential services. The e-commerce platform and physical retail enterprises need to cooperate with each other to understand the consumer needs of users in a timely manner through big data. For the sanitary ware industry, in fact, there is still a lot of room for improvement in many aspects; at the same time, the strong rise of e-commerce has also brought more challenges to the development of sanitary ware enterprises. In the Internet era, sanitary ware enterprises want to break through the bottleneck of development, how to seize this opportunity? Sanitary ware industry e-commerce marketing status for most consumers, e-commerce is more of a fashion. Looking at all kinds of products in the online store, they can satisfy their consumption desire like "painting cakes to satisfy their hunger", but not many people are completely relieved to buy large items such as bathroom through the Internet. The inability to experience in depth is the main reason for the "tepid" of bathroom e-commerce. On the other hand, the mixed fish and dragons in the e-commerce market and the imperfect market rules have cast a heavy shadow on the development of bathroom e-commerce. At the same time, consumers will shift their focus elsewhere. It is needless to say that the quality of sanitary ware is the basic requirement of online shopping, and the higher level of demand is the after-sales service provided by e-commerce.

Since sanitary ware enterprises operate e-commerce, the problem of difficult return and exchange has been criticized by consumers and has become a stumbling block to the development of e-commerce. At the moment when the differentiation route of bathroom products is not clear, consumers' consideration of bathroom e-commerce will be more service-oriented. Therefore, the most important thing for bathroom e-commerce to do at present is to overcome the difficulty of service.

In addition, there is a deeper reason why the e-commerce road of most sanitary ware enterprises has been unable to advance, that is, there is a contradiction between the e-commerce that enterprises want to carry out and the dealers in traditional channels. Industry insiders believe that there is a big difference between physical stores and e-commerce, and there is an irreconcilable contradiction between traditional channels and e-commerce in reality. E-commerce directly impacts traditional channels and directly damages the interests of dealers and agents.